View­er­ship ‘De­cent’ for First 7 Matches, Say Me­dia Buy­ers

The Economic Times - - Brands: Creating Desire - Gau­rav.Laghate @times­group.com

Mum­bai: The ninth sea­son of the In­dian Premier League (IPL), has opened with a “de­cent” view­er­ship and cu­mu­la­tive im­pres­sions of 145.75 mil­lion for the first seven matches across three chan­nels – Sony Max, Sony Six and Sony ESPN – ac­cord­ing to view­er­ship data from BARC In­dia.

Im­pres­sions are a mea­sure of num­ber of view­ers at any given point of time dur­ing the tele­cast of the match. The seven matches were played be­tween April 9-15.

In­ci­den­tally, the high­est rated match of the tour­na­ment in its first week was the clash be­tween Royal Chal­lengers Ban­ga­lore and Sun­ris­ers Hy­der­abad, which man­aged 24.137 mil­lion im­pres­sions, or view­ers, at any given point of time dur­ing the tele­cast. The sec­ond most watched was the one be­tween Mum­bai In­di­ans and the new team, Ris­ing Pune Su­per­giants, which at­tracted 24.12 mil­lion im­pres­sions. With its high reach, Sony Max re­mained the most pre­ferred chan­nel for view­ers to con­sume IPL matches, fol­lowed by Sony Six and Sony ESPN.

While there is no his­tor­i­cal data to com­pare per­for­mance of this sea­son (the in­dus­try has adopted BARC In­dia’s new rat­ings sys­tem, while TAM has ceased its view­er­ship mon­i­tor­ing ser­vices), me­dia buy­ers said the num­bers are “de- cent” and “en­cour­ag­ing”. “There were con­cerns re­gard­ing the sta­dium oc­cu­pancy as peo­ple shied away from go­ing to sta­di­ums in this heat. More­over, first few matches were one-sided and view­ers tend to lose in­ter­est in such matches,” a me­dia buyer said. “How­ever, the num­bers are en­cour­ag­ing and the reach of th­ese matches of IPL has higher than the T20 World Cup even.”

For records, in TAM regime, IPL’s reach last year was 112 mil­lion, while this year, the reach of the first 7 matches has been at 212 mil­lion, show­ing a sig­nif­i­cant jump even af­ter dis­count­ing the fact that BARC has also cap­tured ru­ral data. “We are happy with the rat­ings. It has reval­i­dated once again that IPL is the safest bet on cricket,” Vanita Keswani, CEO at Madi­son Me­dia Sigma told ET.

Also con­sid­er­ing that IPL com­petes with the Hindi gen­eral en­ter­tain­ment chan­nels for the space in the 8-11 pm times­lot, it is im­por­tant to note that IPL has out­per­formed the Hindi GEC slot lead­ers across time slots.

While it con­tin­ues to fight the le­gal bat­tles, it still re­mains the most at­trac­tive prop­erty for the ad­ver­tis­ers and view­ers alike.

The high­est rated match was the clash be­tween Royal Chal­lengers Ban­ga­lore and Sun­ris­ers Hy­der­abad

PTI

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